All Blacks seek US, Asian growth through Fanatics retail deal

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New Zealand Rugby has collaborated with sports merchandise vendor Fanatics in an omnichannel retail and merchandising partnership.

The partnership will last through the 2027 Men’s Rugby World Cup, as well as the 2025 and 2029 Women’s Rugby World Cups.

It is claimed that the deal will help to grow understanding and recognition of the All Blacks and Black Ferns teams across the world, particularly in regions such as North America and Asia.

Under the terms of the partnership, Fanatics will become the exclusive worldwide operator for New Zealand Rugby’s official online shop.

It will also take control of in-stadium retail operations at home tests in New Zealand and select fixtures across the world, including on July 19 when the All Blacks face Fiji in San Diego’s Snapdragon Stadium.

“We are thrilled to partner with Fanatics, a leader in their field,” said New Zealand Rugby commercial chief executive, Craig Fenton.

“With a large fan base across the world, we are proud to be able to provide all fans, no matter where they’re based, with the opportunity to support our teams, through supporters’ gear and an expanded retail range, along with a great shopping experience.”

Fanatics will also become the master licensee for New Zealand Rugby consumer products. As a result, it will create, distribute, and sell a range of All Blacks and Black Ferns merchandise.

The company adds the New Zealand teams to its roster of partnered rugby organisations which includes the RFU, Rugby Australia, Six Nations Rugby, and the British and Irish Lions.

“The All Blacks and Black Ferns are among the best in the world when it comes to on-pitch performance, elite mentality and delivering for their fans,” said president of international at Fanatics, Stephen Dowling.

“We are honoured to have the opportunity to match this level of excellence off the field, and we’re excited to deliver for fans of the Teams in Black across the globe.

“Partnering with elite sporting organisations such as New Zealand Rugby and coming together to push the envelope and delight sport fans is what drives us, and we will do everything in our power to enhance all New Zealand fans’ experience when they shop.”